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Winning the Zero Moment of Truth - ZMOT (Enhanced Version) by [Lecinski, Jim]
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Winning the Zero Moment of Truth - ZMOT (Enhanced Version) Kindle Edition with Audio/Video

4.4 out of 5 stars 82 customer reviews
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Kindle Edition with Audio/Video, June 24, 2011
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Length: 86 pages Word Wise: Enabled Optimized for larger screens
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Product Details

  • File Size: 172337 KB
  • Print Length: 86 pages
  • Publisher: Vook (June 24, 2011)
  • Publication Date: June 24, 2011
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ASIN: B005B1LBS8
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Enhanced Typesetting: Not Enabled
  • Amazon Best Sellers Rank: #15,235 Free in Kindle Store (See Top 100 Free in Kindle Store)
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Customer Reviews

Top Customer Reviews

Format: Kindle Edition with Audio/Video Verified Purchase
The whole point of this book can be summed up in one sentence. In today's increasingly digital retail environment, a product or service's moment of truth against the competition now occurs before a customer reaches the store/shelf. Pages and pages of examples of this same point that a small child could grasp serve only to provide additional ways for Google products' to prove themselves useful. Either you get that you need to market early and often in the online environment to be the top product/service in your category--or you don't. This book won't help anyone learn that past the first page. It's free, yes, but so are brochures and reading this review.
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Format: Kindle Edition with Audio/Video Verified Purchase
Good book--but why 3 stars? Same gripe that I had with Gary V's books -- great information but nothing new.

I'm glad this book is available for total newcomers (esp. since its FREE-thanks!) but it's a sink or swim market. If you've managed to stay afloat with your company or brand, you've already figured most of this out. You had to. I didn't learn anything I didn't already know or wasn't already doing with my brand/business, but it was interesting to see all of the data compiled and have that reinforcement that what I believed was correct. That I was doing the right thing.

However, that's not to say that you shouldn't read this book. All books have value and this one does too. Like with Gary's books I didn't learn anything new, but reading the book jogged some ideas in my head and reminded me about projects I may have left too long on the back burner. My to do list got much longer after reading this book and that's never a bad thing.

It's also a fast read--took me about 45 mins (read while exercising) so I recommend at least skimming it at the gym, especially if you've been putting someone other than yourself in charge of your marketing and SMM.
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Format: Kindle Edition with Audio/Video Verified Purchase
Because I'm in the Digital Marketing industry, this book seemed like a must read, mainly due to the Name of the book ...
... but after reading it, I soon realized that this book should have been targeted at small business owners, so a better name would have attracted them, instead of us marketing geeks.

The majority of people in the Digital Marketing industry that need to know this information already know it.

I gave it 5 stars because this is a 5 star book for Small Business Owners who are trying to get to grips with how Social Marketing works, how it is consumer driven and why you have to embrace it.
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Format: Kindle Edition with Audio/Video Verified Purchase
100% truth in the new world of advertisement. Need me to prove my point? If you are reading this... then I already have proven my point. What the heck and I talking about? Read this book and find out!
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Format: Kindle Edition with Audio/Video
While the initial premise for this ebook may have been something of a rebuttal to the idea of FMOT (First Moment of Truth) developed by Proctor & Gamble ... it offers an insight into consumer behaviour that far too many marketers and businesses forget. P&G described FMOT as the "three to seven-second window of time when a consumer notices a product on a store shelf." The simple insight in this book is that there is a moment that happens before that - and it is encompassed in that "grab the laptop moment" when you start to research a product or service online. Drawing upon a vast store of information about consumer behaviour, this book reminds people of the fact that most consumers rarely live online OR offline. They use both - and while you might separate them in terms of your marketing, the ultimate message of this book is that the only way to succeed is to understand what role the web does play in the purchase cycle for your customers. More often than not, it's the first place they go - which makes the Zero-Moment-of-Truth an idea that your business can't afford to ignore. Especially when the ebook describing it is free.

NOTE - I wrote about ZMOT in my book LIKEONOMICS as well, however I have no affiliation or business relationship with the creators of this ebook and was not compensated in any way for this review.
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Format: Kindle Edition with Audio/Video Verified Purchase
Some of this may not be be new but it certainly has never been as clearly spelled out as here. With online and particularly mobile meaning that consumers are literally able to research anything in an instant, you'd better understand that dynamic if you want to pull ahead. It's a very entertaining read even for those not in the biz, not unlike a Malcom Gladwell book. A must-read.
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Format: Kindle Edition with Audio/Video Verified Purchase
This was really a little book full of surprises. I loved the video/audio enhancement to the book. It's a completely different way to live it.

Google's Managing Director, Jim Lecinski, takes the time to thoroughly explain what ZMOT is and how does it fit within all the customers MOT's. He uses amazingly simple language throughout the book and plants the ZMOT seed in you. While you are reading, the seed is growing. That little seed becomes a fully grown "awareness" plan of what you need to do to capture the ZMOT of your clientele.

The video invitees really help to build the story since they are real businesses tackling the ZMOT and sharing their experiences.

Even if your aren't a marketer or have a business where you could apply this knowledge, you could use this book. First of all it is Free. Then, you really can picture yourself being targeted by the ones that wrote this book. Third, you really look forward to take advantage of typical situations you live and perhaps a brand is willing to take action on.

You already knew that there had to be a gap before a potential customer buys your product in the aisle and the real origin of the need for that product. Finally, after a couple of pages, you learn that that gap is called ZMOT.
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